Newspaper Advertising

Print-Advertising-header21Perhaps the best argument for making the case for newspaper advertising is the “opt-in” feature. The world is full of annoying advertisements (not to say they don’t work), TV commercials, pop-up internet ads, spam emails, etc. etc. etc. Newspaper advertisements continue to be an opt-in advertising method. People can decide whether or not they are going to read your newspaper ads. They know the ads are there, alongside the articles they read everyday, and they have the choice. And as it turns out many adults are making the choice to read those ads, because they find them useful. In a 2007 study done by Mediamark, 51% of the adults they interviewed said that they found newspaper advertising “somewhat/very useful.” This day and age, people do not want to be bothered. Case and point? DVRs are becoming increasingly popular and allowing people to completely skip over commercials. People are finding a way around commercials, anti-spam filters are finding ways to weed out spam emails, pop-up blockers are eliminating pop-up ads. The list goes on. However, newspaper ads have not become an annoyance, they continue to be a source of useful information for readers of the newspaper.

Advertisers have a difficult decision in distributing their advertising budgets. There is no “right answer” for how or where to spend your money. No advertising plan is going to be right for all advertisers. Each advertiser must test different ads in different mediums in order to find out what will produce results. Newspapers have long been a valued method of advertising to companies and individuals around the world. They offer benefits to advertisers that web based advertising cannot. Newspaper advertising is still working for advertisers that continue to recognize its value. When you are divvying your advertising budget this year; do your research, weigh your options, but don’t overlook the value that newspapers have always offered advertisers.

Kate Schlentz in the VP of National Advertising at US Newspapers.

US Newspapers is a newspaper advertising agency representing more than 6,000 community newspapers in the United States. Since their inception in 1998, US Newspapers has offered clients extremely valuable print advertising products at highly discounted prices. Their Community Target Program™ makes mass newspaper advertising simple, at a price that makes sense.